HR, GCs, and the employment bar are a path. They do not produce next quarter’s letters.

Employment lawyers, in-house counsel, and HR consultants are how these files arrive until they are the ceiling. A termination, a non-compete letter, a clawback, a release with days to sign, the buyer is already in it. The golf schedule is not. Writing to employers and departing executives is the wrong program for this practice.

What is actually broken

The letter is the trigger. The executive searches when the window opens. The GC searches when the other side’s letter hits. Adding another referring employment lawyer does not put you in that search, and mailing HR or the person who just got the release is the wrong ethics conversation.

How the campaign runs

Google ads for the buyer in the window, executives and senior professionals on one theme; employers and GCs on the other; not one generic “employment lawyer” campaign. Keywords are always custom to the work you actually do. Brand bidding and competitor-brand bidding only when the strategy calls for it. Details: paid search.

Foundational work in parallel: the website, local directories, and general search appearance, so the click is a contract-dispute practice, not a volume mill. A landing page may be included; a full website is quoted separately. Directories and bios: online profile development.

LinkedIn ads aimed at referring counsel: CLE and lunch-and-learns for employment and corporate counsel who should not keep the file. Paid ads only. We do not offer LinkedIn message outreach (InMail, connection sequences, or DMs). That is a different channel, we do not run it, and it is not part of this program.

Ads produce inbound while the problem is live. Foundation is why the buyer or a referring lawyer trusts the firm enough to call. How this is scoped lives on the Visibility Program.

Why we're not generalists

Generalist marketing agencies will not take the time to understand how this practice actually wins work. The practice is too specialized, the file count is too small, and the work of understanding it bores them. They want large spend and a lot of traffic to a landing page. We will run a tight campaign for a shop that closes fewer files at a higher value. That is the point of this page.

Most agencies do not understand specialized industries well enough to advertise them honestly. We take the time to learn how the work is sold so the keywords and the page the click lands on match the work you actually take. A complex practice deserves that. A generic landing page does not.

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How fast this can run

We can get ads live in under a week. What usually slows that down is approval on your side: the keywords, the spend, the page the click lands on. Directories, bios, and a site a buyer will trust take longer to finish. The website and listings are why the person who clicks trusts you. It is not the same as going live on search.

Lawyer-to-lawyer, in select circumstances

Direct mail or similar correspondence to referring counsel can be part of the work in select circumstances. It is not a list of terminated executives. It is not a list of HR directors. It is not LinkedIn message outreach. Bar rules still vary; the firm confirms what it can run.

How this is billed

This is Visibility Program work, not the outbound program. You pay ad spend directly to the platforms (Google and, where we run it, LinkedIn). ROI Wire is billed on a retainer that scales with that spend. That is not a flat project fee, not a percentage of closed files, and not an outbound retainer.

A landing page may be included at no additional cost. A full website build is always quoted and billed separately. Foundational services (copywriting, CRM, multichannel sequences, web design) sit under this track as the credibility layer, not as a correspondence program.

Scope is on the Visibility Program. Search mechanics are on paid search. Surfaces are on online profile development.

What is not included

We do not build a list of departing executives or of companies with turnover. We do not write, mail, or phone executives, HR directors, or GCs who did not ask. We do not sit the matter or argue the covenant. This is not a wage-and-hour problem. It is not this hub’s construction or commercial leaves.

Program pages

Visibility Program

The full model: what you pay, what we bill, and who this actually fits.

Paid search

The mechanics behind the click: keywords, spend, and a retainer that scales with it.

Online profile development

What a buyer checks after the click and before the call: directories, bios, and reputation.

Industry counterpart: Employment disputes.